BACKGROUND A spicy ethnic food with strong flavor, such as Kimchi (Korean traditional fermented vegetable dish), may not be well-accepted by foreign consumers on the first trial, but liking can be acquired if exposed frequently. This study was conducted to understand how spiciness and fish sauce flavor impact American consumers' perception and acceptance of Kimchi. Thirteen untrained American panelists performed a flash profiling evaluating six Kimchi samples with different levels of red pepper and fish sauce. American consumers (n = 96) participated in a consumer study during which their acceptance for the same samples, along with their consumption habits, were evaluated. RESULTS Ratings of perceived spiciness and liking increased as the concentration of red pepper increased, while these attributes were less affected by the level of fish sauce tested. Consumers were segmented into 4 clusters: general Kimchi likers (30%), spicy Kimchi likers (10%), mild Kimchi dislikers (45%), and spicy and strong-flavored Kimchi dislikers (15%). This segmentation showed a significant impact of previous experiences tasting authentic Kimchi. CONCLUSION Stronger spiciness in Kimchi is preferred by American consumers, while absence or addition of fish sauce did not influence their acceptance. Previous experience with Kimchi and a liking for spicy foods that had been already established seem to be associated with their liking for the spicier Kimchi. It is suggested that an authentic Kimchi experience further differentiated the preference pattern for Kimchi with varying levels of spiciness and fish sauce flavor. This article is protected by copyright. All rights reserved.

中文翻译：

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美国消费者对风味浓郁的民族食品的认知和接受：以不同程度红辣椒和鱼露的泡菜为例

背景技术辣味浓郁的民族食品，如泡菜（韩国传统发酵菜），在第一次尝试时可能不会被外国消费者接受，但如果经常暴露，就会获得喜欢。本研究旨在了解辣味和鱼露风味如何影响美国消费者对泡菜的认知和接受。13 位未经培训的美国小组成员进行了快速分析，评估了六个不同水平的红辣椒和鱼露的泡菜样品。美国消费者（n = 96）参与了一项消费者研究，在此期间，他们对相同样品的接受度以及他们的消费习惯进行了评估。结果 随着红辣椒浓度的增加，对辣味和喜好的感知评分增加，而这些属性受测试鱼露水平的影响较小。消费者被分为4类：一般喜欢泡菜的人（30%）、喜欢辣泡菜的人（10%）、不喜欢泡菜的轻度（45%）和不喜欢辛辣和重口味泡菜的人（15%）。这种细分显示了以前品尝正宗泡菜的经历的重大影响。结论 美国消费者更喜欢泡菜中更辣的味道，而没有或添加鱼露不影响他们的接受度。以前吃泡菜的经历和已经建立起来的对辛辣食物的喜欢似乎与他们喜欢更辣的泡菜有关。建议正宗的泡菜体验进一步区分了泡菜的偏好模式，具有不同程度的辣味和鱼露风味。本文受版权保护。版权所有。